Like you, I place little weight on the findings from a few keyword searches. Such vacuous analysis.
That said, there are a few incentives in play for the "X for Y" or "<this> for <that>" language and why to use it over more simple, implementation-free descriptive text:
1. Newly-entered startups: Your wonderful description about why it is more efficient. See above :)
2. <this> companies (the Ubers and AirBnBs): Having other people constantly repeat the Uber and AirBnB label is brand advertising. Period. The Uber and AirBnB brands have good penetration in the HN demographic, but they are unknown to >50% of the US and >70% of the world. Those companies need advertising to fuel growth, so they have an incentive to encourage this practice since it's free for them AND a lot of startups are getting press in the midwest, etc.
3. <this> Stakeholders (investors, accelerators, etc): Moreover, using <this> in the context of another upstart business suggests that <this> was successful. When you say Uber for pizza, you are suggesting that Uber is both a successful model and a successful business. That makes both Uber and Uber's Stakeholders look really good. It's a form of social proof, which is especially valuable in this boom.
And remember, the Stakeholders eventually make their money in an IPO and not from direct profits. These Stakeholders have a strong incentive to convince others that <this> is a good business and worth mimicking in another market. "Look at all the others who followed suit." The Stakeholders need more fundraising rounds. And at a place like YC, you'll hear how it's a good idea because when you go looking to find the <this> that matches you, you're more likely to pick a <this> from here.
And at the end of the day, using "X for Y" is co-branding ( http://en.wikipedia.org/wiki/Co-branding ). It is a tool that has positive and negative aspects. In some places saying you are "Uber for pizza" means you are willing to skirt local health codes to deliver pizza faster than it takes to cook...
My advice is to recognize the "<this> for <that>" as a derivative of co-branding, and to understand the incentives in play for the advice on how to use it.
I like your analysis of the incentives to do it, it reminded me that there is another place where it is used, Entertainment. Projects are pitched as "this is the Rambo for Millenials" or "This is Bonanza in Space."
So in those cases there is an attempt to transfer some of the success 'aura' of the brand name to the pitched project. No one pitches a movie saying its like "Heaven's Gate" :-) and I suppose nobody pitches a startup as "The Color for Dog Walkers."
That said, there are a few incentives in play for the "X for Y" or "<this> for <that>" language and why to use it over more simple, implementation-free descriptive text:
1. Newly-entered startups: Your wonderful description about why it is more efficient. See above :)
2. <this> companies (the Ubers and AirBnBs): Having other people constantly repeat the Uber and AirBnB label is brand advertising. Period. The Uber and AirBnB brands have good penetration in the HN demographic, but they are unknown to >50% of the US and >70% of the world. Those companies need advertising to fuel growth, so they have an incentive to encourage this practice since it's free for them AND a lot of startups are getting press in the midwest, etc.
3. <this> Stakeholders (investors, accelerators, etc): Moreover, using <this> in the context of another upstart business suggests that <this> was successful. When you say Uber for pizza, you are suggesting that Uber is both a successful model and a successful business. That makes both Uber and Uber's Stakeholders look really good. It's a form of social proof, which is especially valuable in this boom.
And remember, the Stakeholders eventually make their money in an IPO and not from direct profits. These Stakeholders have a strong incentive to convince others that <this> is a good business and worth mimicking in another market. "Look at all the others who followed suit." The Stakeholders need more fundraising rounds. And at a place like YC, you'll hear how it's a good idea because when you go looking to find the <this> that matches you, you're more likely to pick a <this> from here.
And at the end of the day, using "X for Y" is co-branding ( http://en.wikipedia.org/wiki/Co-branding ). It is a tool that has positive and negative aspects. In some places saying you are "Uber for pizza" means you are willing to skirt local health codes to deliver pizza faster than it takes to cook...
My advice is to recognize the "<this> for <that>" as a derivative of co-branding, and to understand the incentives in play for the advice on how to use it.